make a good story? Well actually almost anything that’s news to do with your business. So yes it could be a one-off like being an awards finalist, or it could be that you are taking on more staff, or introducing a new product or service, or having a celebrity visitor, or launching a newsletter … the list goes on. And it can even be the seemingly mundane, like moving premises, attending a trade show etc. But if you send it to the local paper will they print it? No guarantees but you will certainly have a better chance by following these tips :
- remember it’s a story first, and plug for your business second
- don’t just say what but tell why ie rather than saying ‘we are moving offices …’ could say ‘we will have more space in our new office …’
- use ‘quality’ quotes to support & enhance the story ie avoid just saying ‘it’s brilliant …’ but give a reason eg ‘it will be a real improvement to the service we offer our customers as it will reduce the time it takes to do each job …’
- give the full gist of the story in the first paragraph – most people reading newspaper articles rarely read more than that, and in any case the paper may well cut out some of it
- provide a good photo – even if they are not able to use it, it still may help get your press release in print
- and finally this might sound obvious but where possible take advantage of seasonal timing eg introducing a new gardening service in the spring, or a range of Christmas Cards in the Autumn, or coming full circle ‘tis the season to be going to an awards ceremony and doing a press release about that award you have just won!
Les
www.lorienhouse.co.uk
PS Don’t forget to make yourself available when you send it off – you’ll be kicking yourself if they tried to get hold of you to clarify a point and didn’t use the press release because you weren’t around!
